Beauty From Within

How Gen Z are navigating beauty from within in 2025

Introduction

In 2025, consumers of all ages are taking a holistic approach to beauty. This is due to the relationship between overall health and skin, hair, and nail health being understood more and more. Generation Z (aged 12-27) are the generation most likely, and willing, to take a holistic approach to beauty. FMCG Gurus' consumer insights reveal that 64% of gen z recognize the link between skin health and overall health. While the older generations are concerned about preventing various skin diseases and illnesses, gen z are interested in addressing skin and hair care issues to improve their self-confidence. This ties in with maximizing their appearance, with over half suffering from visible pores on the skin. As a result, over a third of gen z have made changes to their lifestyle and diet over the last year to improve skin health.

Back-to-basics beauty

A majority of gen z who have looked to take a beauty-from-within approach have done so through exercise or diet. This includes actively looking to eat more fresh fruit and vegetables and increase hydration levels by drinking more water. This aligns with the growing understanding of the relationship between physical health and outward beauty. However, gen z also understand that emotional health is interlinked with skin, hair, and nail health. FMCG Gurus' market research highlights that 1 in 5 of gen z say their energy levels and mood have a positive impact on their skin. Self-care and emotional wellbeing have gained significant traction on social media as trends promote slowing down and embracing moments of relaxation and mindfulness. Many gen z consumers have incorporated these practices into their daily routines. This has led to promoting a deeper sense of inner peace and contentment that helps to enhance their skin health, as well as their emotional wellbeing.

Innovative Ingredients

Gen z, along with older consumers, have also looked to address skin, nail, and hair health by using nutritional supplements. Some ingredients in supplements and products have a broad appeal across all age cohorts, such as aloe vera and collagen. Aloe vera is known for its hydrating and anti-inflammatory properties. Therefore, this is appealing to younger generations looking to reduce redness and skin inflammation. It also appeals to older generations looking to enhance skin elasticity and hydration. Specifically, gen z are the most informed about how different vitamins can help to improve skin health, as well as the use of hyaluronic acid. However, across all generations, there are significant disparities between consumers who have heard of each ingredient and those that associate them with aiding skin health. This highlights the need for increased education by the industry for all age cohorts.

This article is based on FMCG Gurus – Generation Z: Beauty From Within - Cohort Reports. To discover more, please click here.

Inner Glow, Outer Radiance: Exploring Beauty from Within

Introduction

The emerging trend of "inner radiance, outer glow" is reshaping the personal care market. This approach underscores the link between internal health and external beauty, spurring demand for products that enhance beauty from within. Essential vitamins, minerals, and ingredients such as fish collagen and vitamin E are becoming popular as consumers recognize their ability to improve skin elasticity, hydration, and overall radiance. This trend has created new opportunities for brands that focus on innovative formulations that blend nutritional science with skincare. As awareness increases, consumers are more selective about ingredient quality and effectiveness. Brands that effectively educate their customers about the science behind their offerings can enhance trust and confidence. Ultimately, this integration of inner and outer beauty is transforming the personal care and food and beverage industries.

Beauty and Wellness: Linked Through a Fundamental Approach

Consumers are becoming more conscious of the relationship between nutrition and overall well-being. This is particularly true for how certain foods and supplements can boost skin, hair, and nail health. This trend signifies a growing interest in traditional dietary habits that prioritize natural ingredients and nutrient-rich foods. Products packed with antioxidants and vital vitamins are increasingly sought after not just for their health benefits but also for their ability to enhance external beauty. This shift in consumer awareness has stimulated demand for products aligned with these holistic health beliefs. Brands are responding with offerings that include hydrating solutions, appealing to consumers who understand that adequate hydration is crucial for healthy skin, hair, and nails. Additionally, energy-enhancing supplements are gaining popularity. This is because consumers are placing greater emphasis on their personal appearance as a reflection of their overall health.

Consumers Turn to Nutritional Supplements for Beauty Care

The rise of beauty-from-within supplements is transforming how consumers approach care for their skin, hair, and nails. According to FMCG Gurus’ consumer insights, 29% of global consumers have utilized nutritional supplements over the past two years specifically to improve their skin health. In addition, 16% focused on nail health, and 24% turned their attention to hair care. This highlights how individuals are striving for personalized solutions that reflect their distinct beauty goals. Formats like powders, gummies, and capsules have seen significant growth in popularity for such personalized solutions. These convenient forms cater to preferences and offer an easy way for consumers to integrate essential nutrients into their daily lives.

Customization Opportunities for Brands

Brands now have a unique opportunity to tap into this trend by providing personalized solutions. Custom-tailored supplements can cater to a variety of issues. This includes enhancing collagen production for healthier skin and improving the shine and durability of hair and nails. By aligning their offerings with consumers' core objectives, brands can forge stronger connections and build trust in a competitive marketplace. Additionally, as societal values increasingly pivot towards health and wellness, the demand for transparency and efficacy in beauty products becomes more critical. Brands that emphasize high-quality ingredients, scientific validation, and personalized strategies will be well-positioned to connect with consumers seeking comprehensive beauty solutions. In this changing landscape, the ability to personalize stands out as a vital strategy for brands to adapt.

The Role of Artificial Intelligence in the Beauty Sector

Over the next five years, AI is anticipated to transform the beauty industry by enhancing personalization, efficiency, and sustainability in both product development and consumer engagement. Market research from FMCG Gurus reveals that 68% of participants familiar with AI believe it can positively influence health and wellness. One of the most promising prospects lies in skin mapping technologies. These innovations employ AI algorithms to analyze individual skin types and conditions, allowing brands to recommend customized skincare solutions tailored to specific needs. This level of personalization supports consumers in addressing their unique beauty requirements.

This article is based on FMCG Gurus – Inner Radiance, Outer Glow Navigating the Beauty From Within – Trend Report. For more information, please click here.